Brandwave

How popular isS-26?

In September 2026, people searched for S-26 by name about 1,300 times in Australia, about the same as the previous year. These searches made up 4.6% of all Australia baby formula brand searches, placing S-26 seventh out of 11 brands. When we asked both ChatGPT and Google AI Overviews about baby formula brands, S-26 appeared in one of the five answers and was the fifth most recommended of the 11.

Search and AI answers in September 2026

S-26 is the seventh most searched of 11 competitors and the fifth most recommended in AI answers.

  1. AptamilShare of searches 23.4%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  2. Little OakShare of searches 23.4%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. NANShare of searches 15.6%Mentioned in 2 of 5 AI answersPlace in AI recommendations –
  4. KaricareShare of searches 10.3%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  5. S-26Share of searches 4.6%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th

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Top baby formula brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, S-26 was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. S-26 is the fifth most recommended of the 11.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Aptamil1st
  2. Karicare2nd
  3. Bellamy's Organic3rd
  4. a2 Platinum3rd
  5. S-265th
  6. Little Oak–
  7. NAN–
  8. Bubs–
  9. Oli6–
  10. Kendamil–
  11. +1 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Aptamil4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Karicare3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • NAN2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Bellamy's Organic2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • S-261 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • a2 Platinum1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Little Oak0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Bubs0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Oli60 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Kendamil0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+1 more

See every answer about baby formula brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in Australia on October 26, 2026.

Which baby formula brands compete with S-26?

S-26 against baby formula brands in Australia, by month

Share of searches by month for Aptamil, Little Oak, NAN, Karicare, Bellamy's Organic, Bubs, S-26, Oli6, Kendamil. The figures are in the table below the chart.

View monthly share of searches table
MonthAptamilLittle OakNANKaricareBellamy's OrganicBubsS-26Oli6Kendamila2 PlatinumNature One Dairy
Oct 202534.3%18.7%12.5%6.6%12.5%3%4.5%2.5%1.7%1.3%2.5%
Nov 202536.8%16.4%13.4%7.1%10.8%3.3%4.8%2.7%1.8%1.2%1.8%
Dec 202533.3%18.1%14.8%7.8%9.9%3.6%4.1%3%2.4%1.3%1.6%
Jan 202633.3%18.2%14.8%8.1%8.1%3.4%5.4%3.4%2.4%1.3%1.6%
Feb 202630.1%20.1%13.2%8.7%8.7%4.6%4.6%3.3%2.7%1.5%2.7%
Mar 202626.9%22%14.6%7.7%11.8%4.1%4.1%2.9%2%1.6%2.4%
Apr 202626%21.3%11.4%7.5%17.3%3.9%3.9%2.8%1.9%1.5%2.3%
May 202625.9%21.2%11.4%7.5%17.3%3.9%3.5%2.8%1.9%1.9%2.8%
Jun 202625.8%25.8%14.1%7.4%9.4%5.1%3.4%3.4%1.9%1.5%2.3%
Jul 202625.1%25.1%13.7%9.1%9.1%4.9%3.8%3.3%2.2%1.8%1.8%
Aug 202624.5%24.5%16.3%7%8.9%5.9%3.7%3.7%2.2%1.4%1.8%
Sep 202623.4%23.4%15.6%10.3%8.5%6.7%4.6%2.6%2.1%1.7%1.1%

  1. 1.Aptamil

    23.4%

    Held 1st. 6.6K estimated branded searches, 0% vs prior month. Share -1.1 points.

  2. 2.Little Oak

    23.4%

    Held 2nd. 6.6K estimated branded searches, 0% vs prior month. Share -1.1 points.

  3. 3.NAN

    15.6%

    Held 3rd. 4.4K estimated branded searches, 0% vs prior month. Share -0.7 points.

  4. 4.Karicare

    10.3%

    Moved from 5th to 4th. 2.9K estimated branded searches, +52.6% vs prior month. Share +3.2 points.

  5. 5.Bellamy's Organic

    8.5%

    Moved from 4th to 5th. 2.4K estimated branded searches, 0% vs prior month. Share -0.4 points.

  6. 6.Bubs

    6.7%

    Held 6th. 1.9K estimated branded searches, +18.8% vs prior month. Share +0.8 points.

  7. 7.S-26

    4.6%

    Moved from 8th to 7th. 1.3K estimated branded searches, +30% vs prior month. Share +0.9 points.

  8. 8.Oli6

    2.6%

    Moved from 7th to 8th. 720 estimated branded searches, -28% vs prior month. Share -1.2 points.

  9. 9.Kendamil

    2.1%

    Held 9th. 590 estimated branded searches, 0% vs prior month. Share -0.1 points.

  10. 10.a2 Platinum

    1.7%

    Moved from 11th to 10th. 480 estimated branded searches, +23.1% vs prior month. Share +0.3 points.

  11. 11.Nature One Dairy

    1.1%

    Moved from 10th to 11th. 320 estimated branded searches, -33.3% vs prior month. Share -0.6 points.

Compare popularity between S-26 and its closest rivals

Every comparison with S-26

10 comparisons

How has branded search demand for S-26 changed in Australia over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for S-26 in Australia held steady at 1.3K.
  • Across the 12 months ending September 2026, S-26’s share of searches among baby formula brands in Australia peaked at 5.4% in January 2026 and was lowest at 3.4% in June 2026.
  • Across the 12 months ending September 2026, S-26 fell from 6th to 7th among baby formula brands in Australia.

How did search popularity change for Australia baby formula brands in September 2026?

6 changes

  1. In September 2026, S-26 overtook Oli6 to rank 7th among baby formula brands in Australia, with 4.6% of the searches.

  2. In September 2026, Karicare overtook Bellamy's Organic to rank 4th among baby formula brands in Australia, with 10.3% of the searches.

  3. In September 2026, Bubs gained share of searches among baby formula brands in Australia, from 5.9% to 6.7%.

  4. In September 2026, Oli6 lost share of searches among baby formula brands in Australia, from 3.7% to 2.6%.

  5. In September 2026, Aptamil lost share of searches among baby formula brands in Australia, from 24.5% to 23.4%.

  6. In September 2026, Little Oak lost share of searches among baby formula brands in Australia, from 24.5% to 23.4%.

How are S-26’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using S-26’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • s26 formula

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How the Brand Demand Index is measured

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